NEW YORK — When the Hathi Group acquired the Freeman and Sarah Michaels hair, bath and body brands from the Dial Corp. last year, they got more than shower gel and shampoo. Kathy Alaama, the then director of Freeman, soon became part of the Hathi Group, too. It seems that as the person who had just spent the better part of the previous year repositioning the brand, Alaama was eager to see how Freeman would fare in the marketplace. Besides, the acquisition by Hathi made her job at Dial disappear.

Now, just about a year since Alaama was named vice president of marketing for Freeman and Sarah Michaels — and since the streamlined Freeman portfolio hit stores — Alaama is unveiling several new Freeman bath and body products. She’s also launching a three-point marketing plan to bolster Freeman’s presence throughout the second half of the year. Freeman faces increased competition in the third and fourth quarters, notably by Ohm, a new bath and buy line from Procter & Gamble’s Olay brand.

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